In 1994 I was diagnosed with celiac disease, which led me to create Celiac.com in 1995. I created this site for a single purpose: To help as many people as possible with celiac disease get diagnosed so they can begin to live happy, healthy gluten-free lives. Celiac.com was the first site on the Internet dedicated solely to celiac disease. In 1998 I created The Gluten-Free Mall, Your Special Diet Superstore!, and I am the co-author of the book Cereal Killers, and founder and publisher of Journal of Gluten Sensitivity.

By Scott Adams

Published on 02/25/2005

Celiac.com 02/25/2005 - Move over low-carb and sugar-free!
New research shows that the need for a

Celiac.com 02/25/2005 - Move over low-carb and sugar-free!
New research shows that the need for a gluten-free diet is 10 times higher
than experts originally predicted. Retailers should prepare to meet the
needs of this growing niche, say two experts on the gluten-free diet.

This is the message that Shelley Case, RD and Carol
Fenster, Ph.D. will bring to retailers at the Natural Products Expo West
trade show on March 17 at the Anaheim Convention Center. Case is a dietitian
who counsels gluten-free patients and is the author of Gluten-Free Diet,
www.glutenfreediet.ca.
Fenster is a chef who develops gluten-free products for manufacturers
and is the author of Gluten-Free 101, www.glutenfree101.com.

This diet is not a fad, they explain, but a medically
prescribed avoidance of gluten which is a protein in wheat that is toxic
for some people. The two experts will help retailers understand the medical
necessity of the gluten-free diet and how stores can stock their shelves
and market effectively to gluten-free consumers.

"Food manufacturers are responding to the need
for gluten-free products. According to the Natural Foods Merchandiser,
the number of gluten-free products jumped 88% between 2002 and 2003,"
says Fenster, who has been gluten-free for 15 years. Total food dollars
spent on allergies and intolerances––gluten-free products
are a part of this––will rise to nearly $4 billion by 2008,
she adds.

People who need gluten-free diets are those with allergies
or intolerances to wheat or related grains such as barley, rye, spelt,
and possibly oats. Nearly 3 million Americans have celiac disease, an
autoimmune form of gluten intolerance in which gluten damages the ability
to absorb nutrients. The condition can be fatal if not treated with a
gluten-free diet.

"There is no magic pill or surgery for gluten
intolerance," says Case, who has been counseling gluten-free patients
for 20 years. "The only treatment is total avoidance of gluten for
the rest of ones life. This makes the gluten-free consumer a repeat
buyer––and very attractive to retailers."